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Rachad khyya
Mid-level Performance Marketing Manager specializing in paid media for DTC e-commerce
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About
Performance marketer focused on scaling DTC/B2C e-commerce paid media across Meta, TikTok, and Google Search/Shopping. Has managed $80K–$120K/month budgets, using a creative-first, full-funnel testing system to improve blended efficiency (CPA down 22%, MER 2.6→3.4) and drive >60% revenue growth in four months, with a track record of diagnosing creative fatigue/retargeting saturation and restoring growth quickly.
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Key Strengths
- Scaled B2C e-commerce spend from $50K to $120K/month while improving efficiency
- Reduced blended CPA by 22% and increased MER from 2.6 to 3.4 in ~4 months
- Drove >60% revenue growth in four months through funnel- and creative-structured optimization
- Creative-first testing with controlled variables and leading-indicator gating to avoid false positives
- Diagnosed and reversed performance decline (creative fatigue + retargeting saturation) in a $90K/month DTC account
- Recovered efficiency and increased revenue 35% within three weeks after restructuring creatives and retargeting
- Allocates incremental spend using marginal performance to protect blended CPA/MER
- Client-safe communication: frames performance around business outcomes, tradeoffs, and actionable insights
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